The Influence of Formal and Informal Sources on Consumer Buying Behavior

Dr. Shahzad Khan

The Influence of Formal and Informal Sources on Consumer Buying Behavior

Dr. Shahzad Khan * §

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The Influence of Formal and Informal Sources on Consumer Buying Behavior

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Abstract

All over the world there are two sources that influence consumer buying behavior. The first is formal source, which is a kind of source which is well planned and paid for example advertising, personal selling, sale promotion and public relation. The second source is informal which is a kind of source which is not pre planned and non paid like reference group, culture etc. This research emphasizes that how formal and informal sources affect consumer buying behavior. For the research a sample of 200 students of three private universities targeted from Peshawar region. On the basis of their responses a regression and correlation analysis was conducted. Findings and results of the study shows that formal sources have more influence on consumer buying behavior. Within the formal sources advertising is the key factor which contributes more towards consumer buying behavior for telecom services. While in case of informal sources reference group contribute more in comparison of other informal sources towards consumer buying behavior for telecom services.

References

15 Cites in Article

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Shahzad Khan. 1970. "The Influence of Formal and Informal Sources on Consumer Buying Behavior". Global Journal of Management and Business Research - A: Administration & Management GJMBR-A Volume 12 (GJMBR Volume 12 Issue A12).

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GJMBR Volume 12 Issue A12

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Consumer buying behavior and Telecom industry Formal sources Informal sources

Classification

GJMBR-A Classification FOR Code: 150501

150505 JEL Code O17

D11

D12

Submission ReceivedMay 12, 2012
Peer Review Double Blind
Handling Editor
Accepted June 7, 2012
Published June 20, 2012

Version of record

v1.2

Language

English

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Article Matrices

Total Score: 153

Country: Pakistan

Subject: Global Journal of Management and Business Research

Authors: Dr. Shahzad Khan (PhD/Dr. count: 1)

View Count (all-time): 228

Total Views (Real + Logic): 6167

Total Downloads (simulated): 378

Publish Date: 2012 06, Wed

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Total Views: 6.2K

Total Downloads: 378

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